These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
A standout in the local beauty scene, the GRWM Cosmetics Milk Tint is a multi-use creamy tint designed for versatility on the eyelids, cheeks, and lips. Its formula delivers a soft, velvety matte finish with a subtle sheen for a healthy glow. The product is celebrated for being long-lasting, hydrating, blendable, and buildable. Encased in a sleek tube, it pushes the trend of multi-functionality by being a true all-in-one color product. The packaging has been recently upgraded to feature a custom design with a twist cap that is easier to grip and lock, an improved stopper for better product control, and a large doe-foot applicator for a quick, easy, and mess-free "swipe, tap, and blend" application.
Key Product: Milk Tint
MARKET LEADER
The Colourette Colourtint is an iconic and versatile oil-based tint that can be used on the eyes, cheeks, and lips. It is known for its high pigmentation, easy blendability, and true-to-color matte finish, allowing users to create a full makeup look with a single product. The Colourtint is a trendsetter in the multi-use category in the Philippines. Its packaging is a travel-friendly tube that features thoughtful design elements: a stainless steel ball to keep the formula well-mixed, a wiper to prevent excess product and spills, and a doe-foot applicator for a seamless and fuss-free application.
Key Product: Colourtint
MARKET LEADER
Championing "Uncomplicated Beauty," BLK Cosmetics offers the Creamy All-Over Paint, a multi-purpose pigment for lips, cheeks, and eyelids. This product allows for a cohesive look with minimal effort, making it a staple for on-the-go consumers. The highly blendable and buildable cream formula comes in a paint-like squeeze tube with a fine-tip nozzle, which acts as a precise applicator. This design allows users to dispense the product directly onto the skin for controlled application—dotting it on cheeks and lips or swiping across lids—before blending with fingers or a brush. This packaging highlights a different approach to the applicator tube trend, focusing on precision and hygiene.
Key Product: Creamy All-Over Paint
Current bestsellers and viral hits defining the consumer expectation.
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Real data showing search growth, social buzz, and consumer demand signals.
While sales data is unavailable, the consistent, albeit modest, increase in search interest suggests growing engagement. The trend's focus on convenience and innovative features positions it for further expansion.
Search interest for multi-functional cosmetic tubes shows a slight upward trend, indicating growing consumer curiosity. The innovation in packaging design and its focus on convenience and targeted application are resonating with consumers.
Google Trends (12 Months)
blk Cosmetics
Anne Curtis is a highly influential Filipino-Australian actress, model, television host, and recording artist. In 2017, she co-founded blk Cosmetics, where she serves as Creative Director, championing the philosophy of "Uncomplicated Beauty" with easy-to-use, multi-purpose makeup.
Lucky Beauty
Andrea Brillantes is a young Filipino actress and social media powerhouse, particularly popular among the Gen Z demographic. A significant trendsetter in beauty and fashion, she launched her own makeup line, Lucky Beauty, in 2023.
Chu Chu Beauty
Heart Evangelista is a world-renowned Filipino actress, artist, fashion influencer, and global brand ambassador. Recognized as a "global influencer," she is a fixture at global fashion weeks and a leading figure in setting luxury and beauty trends in the Philippines.